New Jeans releases consecutive hits including 'Ditto,' 'Hurt' and 'OMG'

연합뉴스 / 2023-01-04 09:15:57

▲This photo, provided by ADOR show, New Jeans. (PHOTO NOT FOR SALE) (Yonhap)

SEOUL January 4 (Yonhap) -- K-pop rookie girl group New Jeans who led K-pop listener’s syndrome of returning back to the early 2000s returned as unique and imaginative patients.

Following the lead of New Jeans’ debut album “New Jeans” and their early release track “Ditto” group managed to successfully release their first single “OMG.”

New Jeans provided nostalgia through their music video of “Ditto” by showcasing 2G cell phones, and camcorders with background of a classroom.

However in their latest music video of “OMG” members of New Jeans made a shocking character change by becoming patients who are engaging in an assessment with the doctor at what is assumed to be a mental hospital.

Music video of “OMG” kicks off with member Hanni’s confession. In a scene where the entire group is getting assessed by a doctor Hanni describes her to be the voice activated virtual assistant that is part of an Apple’s operating system, “Siri.”

As soon as Hanni’s confession ends, music video switches between member’s inner self and them in mental hospital. Individual members in their patient attire imagines themselves as doctors, Cinderella, snow white, cats and more throughout their imagination.

Danielle of New Jeans randomly shouts out “We are currently filming a music video,” which shows interesting aspect of the blurred line between their reality and the imagination.

These kind of unique trials can be witnessed in their music cover design. New Jeans who created their debut album in a shape of a cassette tape which provided listeners with retro feel, decorated their latest album with the theme of rabbits to celebrate the 2023 which is year of rabbits.

New Jean’s unique humor and their eye catching image change through “OMG” is leading positive reviews of the album. According to the list provided by Hanteo Chart, “OMG” was sold over 480 thousand copies on the day of its initial release which exceeds the amount of their sales recorded for debut album “New Jeans.”

“OMG” managed to rank second on South Korea’s biggest music streaming platform “Mellon” following the lead of “Ditto” which topped the “Top 100” chart on Tuesday at 6 p.m. Moreover, the music video of “OMG” managed to exceed the total view of 720 million views.

Critics addressed “OMG” as “Song with unique merit.”

Kim Do-hun pop music critic addressed “’OMG’ is not only a nice dance pop music one can listen to easily, but at the same time, the song is very unique,” adding “New Jeans is a great team because they have managed to pull off such difficult track with their power vocals.”

Moreover, Kim Yoon-ha pop music critic addressed “’OMG’ by New Jeans is a continuum of group’s ‘Hurt,’ and ‘Ditto’ in terms of showcasing teens unique characteristics.”

Music video of “OMG” is receiving a lot of positive reviews regarding their unique style changes, and its last scene which gives up the strong vibe of warning the keyboard warriors and those who send out hurtful comments are also receiving a lot interest.

Towards the end of the music video, individual members return to their hospital room and show a keyboard warrior. As the member of New Jeans, Minji approaches the keyboard warrior and says “Lets Go” the music video ends.

Among fans, criticism has risen to the surface as the ending of the ending of the music video might have been aimed towards the fandom of idol which generates various interpretations of group’s songs and music videos.

Jung Min-jae pop music critic, addressed “The last scene is not bad, however the question here is why did we have to see that specific scene in New Jeans’ music video,” adding “I personally think it withholds too much of the director’s perspective.”

Continuing on Kim Do-hun critic stated “It’s one of those scenes where you can’t avoid confrontation by viewers” adding “New Jeans managed to use props used throughout the music video very well, and members of fandom enjoyed interpreting all the hidden meanings. What I do not understand is why the group only incorporated a thin layer of meanings within their music video.”

As the controversy of the last scene of New Jeans’ “OMG” music video continues, member Hyein participated at SBS’ power FM, “Choi Hwa-jung’s Power Time Radio” and stated “Before shooting the music video, director told us about the last scene so we knew to a certain point what kind of scene will be included, however we thought it would be better if we let the audience interpretate the meaning by themselves.”